Business is booming . . . We're
opening a second location . . . We're
staying open later to accommodate the crowds. Want to hear
yourself saying those words? Wonder if your company's 15
minutes of fame will ever come? It could happen sooner than you
think, says Alan Caruba, PR guru and author of the handheld guide
Getting Famous: How to Write a Successful News Release (The
Caruba Organization, $5, 973-763-6392). Caruba knows plenty about
grabbing the spotlight: He's also founder of the hype-driven
Boring Institute, a media spoof known for its annual list of the 10
most boring celebrities.

Fame is elusive, and it's no wonder some businesses go
completely unnoticed in their communities, says the Maplewood, New
Jersey, PR expert. What start-up entrepreneurs don't know about
the power of a good press release can hurt them--and
that's no laughing matter. To start with, Caruba points out,
it's called a news release, so it's got to contain
news.

"[Your PR strategy] is determined by how newsworthy your
business is," Caruba explains. "Every business has
various issues that can be addressed, whether they're health,
environmental or social. Stay abreast of the issues that affect
your industry, and learn to think of yourself as an expert.
Whatever business you're in, you're trying to help people
solve problems."

Exactly who should be in the know about your company? Create a
media list--a "who's who" of area newspapers, news
shows and the names of the media people whose recognition you want
to cultivate. (Take a trip to the library to cull addresses and
phone and fax numbers.)

Next, send one news release a month--and don't be surprised
if it's six months before you get any attention, says Caruba.
Media contacts need to get comfortable with seeing a regular
release from you before they'll act.

Ready to get famous? Sample the essential elements of a
successful news release, below. (We asked Caruba to use an
imaginary graphic design firm as his model.)

2. A subheadline that tells who you are: Miles Cameron
of Supreme Graphics Reveals Design Secrets.

3. A lead paragraph containing a strong quote or statement
about a matter of general interest: Graphic designer Miles
Cameron of Supreme Graphics says, "Without strong design
elements today, any product, publication or project is at a
significant disadvantage." A survey by Supreme Graphics on the
link between graphics and success produced surprises.

4. A second paragraph offering key information about the
location and nature of your company: Supreme Graphics of
Summerdale, California, is offering a report on its recent survey
to local businesses and organizations.

5. An easy-to-comprehend third paragraph with concise
information on the reason for the release: Find out how graphic
design can make a difference in your bottom line, from increasing
repeat business to a higher referral rate.

6. A strong closing quote or statement: In print, on
television and on the Internet, an investment in graphic design has
become an essential factor of success in today's competitive
visual era.

7. A reinforced key word (such as "success") that
appears in the beginning, middle and end of the release.

8. Name and phone and fax numbers of the contact
person.

9. One page in length only.

Still intimidated? Don't be. "If you can write a good
letter, you can write a good news release," promises Caruba.
And if you can't? Pay a professional to do it for you.
"Public relations is essential, no matter how much money
you're spending on advertising," Caruba says.

Need a jumpstart? Check out Caruba's Web site (http://www.caruba.com) to request a
copy of Getting Famous.

Pet Peeves

What's the best way to get your news release noticed? Learn
to think like an editor. Bombarded daily by mile-high stacks of
mail, these long-suffering souls learn quickly how to separate the
fluff from the real stuff. These characteristics, says Caruba,
alert editors to press releases worthy of the circular file: